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The Importance of Storytelling in Marketing

B2BNN Newsdesk
By B2BNN Newsdesk
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This week I was reminded of a proverb an IBM marketing exec, Sandy Carter used to have in her email signature:

Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever.
The most common problem I see in smaller companies is the inability to describe what they do in  simple language (read my post on that here). The second biggest problem is bringing that description to life with stories.

I’m sometimes surprised at the great stories I hear from companies that aren’t being told in their marketing materials.  Sometimes I think it’s because smaller companies are afraid that storytelling will come across as unprofessional or they don’t think the it’s appropriate to tell them in anything other than a face to face meeting.  I disagree with that.  A story can be a really powerful way of illustrating the value of you product and In my experience is often the way that your prospects and customers will explain what you do to others.

The great book Made to Stick by Dan and Chip Heath discusses at length what makes some ideas “sticky” and others not and talk about 6 Principles of Sticky Ideas.  One of those is “Stories” but the other 5: Simplicity, Unexpectedness, Concreteness, Credibility and Emotions, can all be applied to answer the question – What makes a good product story?  I’ve taken a stab at my list of good product story characteristics below.

Characteristics of a Good Product Story

  1. Clearly illustrates the product’s unique value – A great story that illustrates the value of any product in your segment isn’t all that useful.  It needs to highlight the differentiating value of your product.
  2. Short, and easy to tell and memorable – You want sales folks, marketers, and customers to tell the story.  They won’t be able to do that if it is difficult to understand or overly long.  Keep it short and to the point and people will be more likely to remember it.
  3. Relevant to your target customers – The story needs to be highly relevant to your target customers.  Telling a great story about a customer outside of your segment isn’t all that valuable.
  4. Illustrates measurable, concrete results – The results or the “what happened” part of the story needs to be concrete and ideally quantifiable.  General statement like “improved productivity” don’t have the punch of “saved a million dollars”.

There are a lot of different kinds of stories that can be told about a product.  Most companies think of customer success stories first but there are a lot of other great stories I have heard that work well to illustrate value and are very memorable.

Different Kinds of Stories

  • Customer Success – I’ve read a lot of bad, boring customer case studies that have clearly been written because someone somewhere had a case study quota to meet.  One great story is worth a dozen sleepy  case studies in irrelevant segments with ho hum results where the customer says things like “we were satisfied with our choice of product x”.  I once had a customer say (on video no less) that our product was saving his company “A million dollars a day”.  That story was used more than all of the other stories I produced the rest of the year.  If you have a clear idea of what kind of story you want you will be more likely to find it.  Making sure that you have regular customer contact will also help increase the likelihood you’ll come across a great one.
  • Competitive Win – These are great stories to highlight how you are better than others in the segment.  They also tend to be memorable because there is a bit of drama built into the “Us vs Them” storyline particularly if you won over a much bigger competitor.  I generally don’t use a competitor’s name directly in the story but see no issue in naming names in a face to face meeting.  At one startup I worked at, one of the best stories we had was around a deal that we won, then we lost (our competitor brought in their famous CEO to kill the deal), and then we won it back (the competitors product didn’t work as promised).  This was not a story that we could put down in paper but you better believe the sales reps told it every time they came across that competitor in a deal.
  • Product Creation – These are often great stories to answer the question “why buy this solution from us?” These stories let you showcase your knowledge of the segment and how you identified an unmet customer need.  It also gives you a chance to showcase how your company works with customers and your company values.

The last point I want to make is that any story gets better when you have had the chance to tell it over and over again.  I think it’s a great litmus test for customer stories to actually tell it a couple of times to someone.  You will know right away if it doesn’t work if you can’t make it work out loud.

Here are some other links around storytelling that I like:

There are a couple of posts on Garr Reynold’s excellent Presentation Zen blog on Storytelling that I love. Robert McKee on the Power of Story summaries the wisdom of the famous screen writer and Ira Glass: Tips on Storytelling shares the radio personality’s version of what makes a good story.

I love this essay The Six Stories You Need to Know how to Tell by Annette Simmons.  It’s a great primer on storytelling as an art form.

Lastly Gaping Void has a great interview with Seth Godin where Seth makes the point that “Great Leaders Tell Stories”

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72 COMMENTS

  1. 100% agreement. Once upon a time I worked for a company who had a great salesman. We couldn’t figure out why he was so successful – he was using the same slides as everyone else.
    When we went to see him in action we quickly realized that he wasn’t using the slides – they were up, but he wasn’t referring to them at all. Instead he spent the time telling stories about other customers and how they solved their problems using our products.
    The audience loved it – he was a great storyteller. In the end, he had a skill that no other sales team could duplicate…
    – Dr. Jim Anderson
    http://www.TheAccidentalPM.com
    “Home Of The Billion Dollar Product Manager”

  2. Excellent points! Customer stories play 3 important roles for startups, or any company for that matter. They provide credibility (real customers that are happy), education (here’s how it works) and validation (show a specific impact).
    Thanks for the related links too.
    Casey Hibbard

  5. So true. There’s simply no better way to connect. And I think that means more in today’s economic climate, too. That “comfort level” and sense of “knowing” is more than just a tie-breaker for customers/clients.

  54. Thanks for this April. Stories/storytelling seems to be growing more important as an organizing principle for marketing communications. I find stories a lot more helpful than “brand.”

    Brand: Artificial personality for a fictional entity
    Story: How people communicate; the original viral media

    When people can spread a story worldwide with a click, it pays to get it tight, memorable and compelling.

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Software Marketing Tweetables - 9 January 2012 | Smart Software Marketing on Pitching to Bloggers (and Journalists) – Tips for Startups
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links for 2011-06-26 | Bare Identity on Why You Can’t Market like Apple (or Why Marketing is Hard)
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Lori Witzel on Your Puny Marketing Budget is a Weapon
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syl on Customer Retention: 7 Ideas for Marketers
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Colin Kemp on Why You Can’t Market like Apple (or Why Marketing is Hard)
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B2B Buzz on Customer Retention: 7 Ideas for Marketers
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Amy Lindahl on 6 Pitch Lessons from the MIT Media Lab
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QGM Now on Customer Retention: 7 Ideas for Marketers
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Sequentia Environics on Customer Retention: 7 Ideas for Marketers
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Pramit J Nathan on How B2B Product Marketing is Different from B2C
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Glen Gilmore, Esq. on How B2B Product Marketing is Different from B2C
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Joost van Asch on 6 Pitch Lessons from the MIT Media Lab
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Por que ter um bom blog na sua Startup (e logo!) | Manual da Startup on Inbound Marketing and Product Marketing
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aprildunford on Selling vs. Buying: A Marketing Wake-up Call
Caitlin - BrandBucket on 3 Startup Branding Mistakes
Rebecca Edgar on Influencers Suck
Paul McCallum on Selling vs. Buying: A Marketing Wake-up Call
Marc Binkley on Selling vs. Buying: A Marketing Wake-up Call
Marc Binkley on Selling vs. Buying: A Marketing Wake-up Call
Marc Binkley on Influencers Suck
Kimber Lockhart on Startups: 10 Reasons Customers Won’t Switch to Your Product
Antonio Matarranz on Startups: 10 Reasons Customers Won’t Switch to Your Product
Katelyn Friedson on Startups: 10 Reasons Customers Won’t Switch to Your Product
Eric Hannon on Startups: 10 Reasons Customers Won’t Switch to Your Product
Steve Evans on Startups: 10 Reasons Customers Won’t Switch to Your Product
Michael Dundas on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
Michael Dundas on Startups: 10 Reasons Customers Won’t Switch to Your Product
sritchietoronto on Blackberry vs. iPhone on CBC’s The National
markj1069 on Startups: 10 Reasons Customers Won’t Switch to Your Product
smu ryerson on Startups: 10 Reasons Customers Won’t Switch to Your Product
kmckennasc ud on Twitter: Is Marketing Doing it Wrong?
BobTennant on Startups: 10 Reasons Customers Won’t Switch to Your Product
Women Social Media on Influencers Suck
arqueox on Startups: 10 Reasons Customers Won’t Switch to Your Product
Eric Santos on Startups: 10 Reasons Customers Won’t Switch to Your Product
jamesstanden on Startups: 10 Reasons Customers Won’t Switch to Your Product
Women Social Media on Twitter: Is Marketing Doing it Wrong?
poxaV on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
Ashleigh Cartier on Startups: 10 Reasons Customers Won’t Switch to Your Product
Chris Hopf on Startups: 10 Reasons Customers Won’t Switch to Your Product
April Dunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
Kevin Rochowski on Startups: 10 Reasons Customers Won’t Switch to Your Product
Mike Tobias on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
joelpereira on Startups: 10 Reasons Customers Won’t Switch to Your Product
strangeloops on Startups: 10 Reasons Customers Won’t Switch to Your Product
rodrigo m alves on Startups: 10 Reasons Customers Won’t Switch to Your Product
Mike Tobias on Startups: 10 Reasons Customers Won’t Switch to Your Product
Chris Boothe on Startups: 10 Reasons Customers Won’t Switch to Your Product
angela hlavka on Startups: 10 Reasons Customers Won’t Switch to Your Product
April Dunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
David Crow on Startups: 10 Reasons Customers Won’t Switch to Your Product
jeremycampbell on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
hntweets on Startups: 10 Reasons Customers Won’t Switch to Your Product
johnsontc on Startups: 10 Reasons Customers Won’t Switch to Your Product
Tim on Startups: 10 Reasons Customers Won’t Switch to Your Product
nspirenetwork on Startups: 10 Reasons Customers Won’t Switch to Your Product
Steve Johnson on Startups: 10 Reasons Customers Won’t Switch to Your Product
lauraklein on Startups: 10 Reasons Customers Won’t Switch to Your Product
kaarz on 3 Startup Branding Mistakes
jeromepineau on Startups: 10 Reasons Customers Won’t Switch to Your Product
brantcooper on Startups: 10 Reasons Customers Won’t Switch to Your Product
productmarketer on Startups: 10 Reasons Customers Won’t Switch to Your Product
Rich Mironov on Startups: 10 Reasons Customers Won’t Switch to Your Product
bdoctor on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
Kenneth Cheung on Startups: 10 Reasons Customers Won’t Switch to Your Product
theprodmgr on Startups: 10 Reasons Customers Won’t Switch to Your Product
Nick Van Weerdenburg on Startups: 10 Reasons Customers Won’t Switch to Your Product
tondinbanks on Startups: 10 Reasons Customers Won’t Switch to Your Product
pricingright on Startups: 10 Reasons Customers Won’t Switch to Your Product
theltexpress on Startups: 10 Reasons Customers Won’t Switch to Your Product
angela hlavka on Startups: 10 Reasons Customers Won’t Switch to Your Product
Linda Ockwell-Jenner on Startups: 10 Reasons Customers Won’t Switch to Your Product
Linda Ockwell-Jenner on Startups: 10 Reasons Customers Won’t Switch to Your Product
danieldirico on Startups: 10 Reasons Customers Won’t Switch to Your Product
Babeofbusiness on Startups: 10 Reasons Customers Won’t Switch to Your Product
reggstruyk on Startups: 10 Reasons Customers Won’t Switch to Your Product
startupnorth on Startups: 10 Reasons Customers Won’t Switch to Your Product
David Crow on Startups: 10 Reasons Customers Won’t Switch to Your Product
bolpet on 3 Startup Branding Mistakes
Sally Duda on Blackberry vs. iPhone on CBC’s The National
Foundora on How to Establish a Solid Marketing Foundation
sierrapropane on 3 Startup Branding Mistakes
Brian Redfield on 3 Startup Branding Mistakes
Joanna M. Robinson on 3 Startup Branding Mistakes
aprildunford on Vote for this SXSW Content Marketing Panel
aprildunford on Vote for this SXSW Content Marketing Panel
aprildunford on Vote for this SXSW Content Marketing Panel
Bob Leonard on Vote for this SXSW Content Marketing Panel
Janet Ronson on Vote for this SXSW Content Marketing Panel
Amanda Liger on Vote for this SXSW Content Marketing Panel
Jon W on Vote for this SXSW Content Marketing Panel
AZMG.CA on 3 Startup Branding Mistakes
jeff ogden on Vote for this SXSW Content Marketing Panel
Junta42 / CMI on Vote for this SXSW Content Marketing Panel
Naeem Lakhani on 3 Startup Branding Mistakes
Filip Visic on 3 Startup Branding Mistakes
schelazzi on 3 Startup Branding Mistakes
Rahul Chaudhary on 3 Startup Branding Mistakes
AnferneeC on Vote for this SXSW Content Marketing Panel
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thenewkid on Vote for this SXSW Content Marketing Panel
John Warren on 3 Startup Branding Mistakes
Brian Redfield on 3 Startup Branding Mistakes
aprildunford on Vote for this SXSW Content Marketing Panel
Alexa Samuels on Vote for this SXSW Content Marketing Panel
April Dunford on Vote for this SXSW Content Marketing Panel
Christoph Atteneder on 3 Startup Branding Mistakes
Aaron Ball on 3 Startup Branding Mistakes
eBot on 3 Startup Branding Mistakes
panah on 3 Startup Branding Mistakes
aysha ali on 3 Startup Branding Mistakes
fgirodolle on 3 Startup Branding Mistakes
Jürgen Messing on 3 Startup Branding Mistakes
Jen on 3 Startup Branding Mistakes
aprildunford on Blackberry vs. iPhone on CBC’s The National
Hacker News on 3 Startup Branding Mistakes
James Harland on 3 Startup Branding Mistakes
Mark Schiefelbein on 3 Startup Branding Mistakes
Catherine Azzarello on 3 Startup Branding Mistakes
Mike Martonfi on Blackberry vs. iPhone on CBC’s The National
Betaspring on 3 Startup Branding Mistakes
Matt Hendrick on How to Establish a Solid Marketing Foundation
Sachin Agarwal on 3 Startup Branding Mistakes
cindyalvarez on 3 Startup Branding Mistakes
Peachtree by Sage on 3 Startup Branding Mistakes
C Todd Lombardo on 3 Startup Branding Mistakes
Brent F. Barrett on 3 Startup Branding Mistakes
Michael A. Jackson on 3 Startup Branding Mistakes
Collin Li on 3 Startup Branding Mistakes
Jody Shyllberg on 3 Startup Branding Mistakes
Hiten Shah on 3 Startup Branding Mistakes
Samtec Inc. on Blackberry vs. iPhone on CBC’s The National
April Dunford on 3 Startup Branding Mistakes
Tim Johnson on 3 Startup Branding Mistakes
ChristineR on 3 Startup Branding Mistakes
i2i-management.com on 3 Startup Branding Mistakes
aprildunford on 3 Startup Branding Mistakes
Christopher on 3 Startup Branding Mistakes
aprildunford on 3 Startup Branding Mistakes
Sarah Rees on 3 Startup Branding Mistakes
Ryan Eriksson on 3 Startup Branding Mistakes
i2i-management.com on 3 Startup Branding Mistakes
Markus Pettersson on 3 Startup Branding Mistakes
April Dunford on 3 Startup Branding Mistakes
Ian Service on Blackberry vs. iPhone on CBC’s The National
Carol Kollm on Infographics: 5 Tips for Product Marketers
Tim Collins on Blackberry vs. iPhone on CBC’s The National
GuruCorey on Blackberry vs. iPhone on CBC’s The National
Laura Upcott on Blackberry vs. iPhone on CBC’s The National
John Davey on Blackberry vs. iPhone on CBC’s The National
Leila Boujnane (CEO) on Blackberry vs. iPhone on CBC’s The National
aprildunford on Blackberry vs. iPhone on CBC’s The National
aprildunford on Blackberry vs. iPhone on CBC’s The National
Tim Johnson on Blackberry vs. iPhone on CBC’s The National
Tim Johnson on Value not Features – 2 Stories from the Trenches
Connie Crosby on Blackberry vs. iPhone on CBC’s The National
Melissa Smich on Blackberry vs. iPhone on CBC’s The National
April Dunford on Blackberry vs. iPhone on CBC’s The National
aprildunford on Value not Features – 2 Stories from the Trenches
Geoffrey Anderson on Value not Features – 2 Stories from the Trenches
Al on Value not Features – 2 Stories from the Trenches
A Marketing Message Extremely Not About You | RelevanceSells.com on Is Your Marketing Content Worth Receiving?
Ted Vinzani (mobile) on Selling vs. Buying: A Marketing Wake-up Call
Ajax Dorr on Selling vs. Buying: A Marketing Wake-up Call
Michelle Liro on Value not Features – 2 Stories from the Trenches
Antonio Espinoza on Value not Features – 2 Stories from the Trenches
Mel Carlton on Selling vs. Buying: A Marketing Wake-up Call
Rob Tyrie on Value not Features – 2 Stories from the Trenches
calliemiller on Value not Features – 2 Stories from the Trenches
oderau on Startup Marketing 101
Ted Vinzani on Selling vs. Buying: A Marketing Wake-up Call
David F on Value not Features – 2 Stories from the Trenches
Bertrand Hazard on Value not Features – 2 Stories from the Trenches
Tim Johnson on Value not Features – 2 Stories from the Trenches
jenntsang on Value not Features – 2 Stories from the Trenches
Stephen Davidson on Value not Features – 2 Stories from the Trenches
Matt Shandera on Value not Features – 2 Stories from the Trenches
Doug Akers on Value not Features – 2 Stories from the Trenches
Marc J. Miller on Value not Features – 2 Stories from the Trenches
Chris Hopf on Value not Features – 2 Stories from the Trenches
Stephanie Tilton on Value not Features – 2 Stories from the Trenches
Tamara Schenk on Value not Features – 2 Stories from the Trenches
Pooja Khanna on Value not Features – 2 Stories from the Trenches
Jody Mooney on Value not Features – 2 Stories from the Trenches
aprildunford on Value not Features – 2 Stories from the Trenches
aprildunford on Value not Features – 2 Stories from the Trenches
Matt Gratt on Value not Features – 2 Stories from the Trenches
Jon on Value not Features – 2 Stories from the Trenches
April Dunford on Value not Features – 2 Stories from the Trenches
Robert Lendvai  on Value not Features – 2 Stories from the Trenches
April Dunford on Value not Features – 2 Stories from the Trenches
Tim Johnson on Value not Features – 2 Stories from the Trenches
links for 2010-08-04 • Bare Identity on Startup Messaging
Manoj Vanjari on Top 5 Customer Retention Marketing Tactics
Stephanie Tilton on How to Establish a Solid Marketing Foundation
Shailesh Gogate on How to Establish a Solid Marketing Foundation
Shailesh Gogate on Top 5 Customer Retention Marketing Tactics
April Dunford on How to Establish a Solid Marketing Foundation
Leigh Mitchell on How to Establish a Solid Marketing Foundation
Heather Burke on How to Establish a Solid Marketing Foundation
BizLaunch on How to Establish a Solid Marketing Foundation
Tim Johnson on How to Establish a Solid Marketing Foundation
Stephanie Tilton on How to Establish a Solid Marketing Foundation
April Dunford on How to Establish a Solid Marketing Foundation
April Dunford on How to Establish a Solid Marketing Foundation
Andrew on Vertical Marketing 101
Eric Hannon on A Zero Budget Customer Advisory Board
Heather Strout on The Importance of Storytelling in Marketing
Heather Strout on The Importance of Storytelling in Marketing
Kathryn Stern on The Importance of Storytelling in Marketing
Julie Hunt on 5 Reasons to Stop Exhibiting at Trade Shows
Colin Clark on 5 Reasons to Stop Exhibiting at Trade Shows
Angel Lee on Vertical Marketing 101
Dan Worrell on Can You Tell Me What You Do?
thomas bieser on Can You Tell Me What You Do?
Alex Hubner on Marketing, Lying and the iPhone 4
Elisabeth on Startup Marketing 101
aprildunford on A Zero Budget Customer Advisory Board
nancyshapira on How Do CMOs Define Product Marketing?
matthew on Seth Godin is Right, “Good” Products Suck
Noah Chandler on How Do CMOs Define Product Marketing?
Alfred Lo on Startup Launches RIP
Sean Murphy on A Zero Budget Customer Advisory Board
Giff Constable on Startup Messaging
Kirti Deshpande on Startup Messaging
Jim England!! on Startup Messaging
TheMarketingManager on Selling vs. Buying: A Marketing Wake-up Call
Rob Tyrie on Startup Messaging
Jeremy Butler on Startup Messaging
qkarmark on Startup Messaging
Hot On Startups on Startup Messaging
Jasmine Shields on Startup Messaging
Therese on Startup Messaging
Rich Mironov on Startup Messaging
bcadGroup on Startup Messaging
Hot On Startups on Startup Messaging
Michael Lewkowitz on Startup Messaging
Tedd Huff on Startup Messaging
Aerin Guy on Startup Messaging
David Crow on Startup Messaging
Brent F. Barrett on Startup Messaging
aprildunford on A Zero Budget Customer Advisory Board
Irina Menn on Startup Messaging
Ben Yoskovitz on Startup Messaging
Vino Jeyapalan on Startup Messaging
Cecilia Nuñez on Startup Messaging
Dan Martell on Startup Messaging
jidoctor on Startup Messaging
Bryan Watson on Startup Messaging
Terry Foster on Startup Messaging
olivier cabanes on Startup Messaging
StartupNorth on Startup Messaging
April Dunford on Startup Messaging
From Seeing that Customer Experience to Scaling Twitter « The Product Guy on Startup Messaging
Kiel Hume on Startup Messaging
aprildunford on Startup Messaging
Rick O'Connor on A Zero Budget Customer Advisory Board
Cyril Arnaud on Top 5 Customer Retention Marketing Tactics
Daniel DiRico on Startup Messaging
Holger Schulze on Startup Messaging
Wanda Eby on Startup Messaging
Tim Johnson on Startup Messaging
Julie Hunt on Startup Messaging
Alexandra Dao on Startup Messaging
Dawn Wentzell on Startup Messaging
Brydon on Startup Messaging
jpuopolo on Startup Messaging
Tim Johnson on Startup Messaging
April Dunford on Startup Messaging
Anuradha Sridharan on A Zero Budget Customer Advisory Board
Dimitrije Jovic on Content Marketing and “Trusted Advisors”
aprildunford on A Zero Budget Customer Advisory Board
Jan Pabellon on Vertical Marketing 101
Brendan on A Zero Budget Customer Advisory Board
Alexa Samuels on A Zero Budget Customer Advisory Board
Sam Higgins on A Zero Budget Customer Advisory Board
bootstrapaustin on A Zero Budget Customer Advisory Board
Rich Mironov on A Zero Budget Customer Advisory Board
Jason Stoddard on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Sam on A Zero Budget Customer Advisory Board
Linking U to travel on A Zero Budget Customer Advisory Board
Tondin Banks on A Zero Budget Customer Advisory Board
Peter Ng on A Zero Budget Customer Advisory Board
April Dunford on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Jennifer Truex on A Zero Budget Customer Advisory Board
Rob Tyrie on A Zero Budget Customer Advisory Board
Darryl Praill on Marketing, Lying and the iPhone 4
Andreas on A Zero Budget Customer Advisory Board
Dave Fleet on A Zero Budget Customer Advisory Board
Danny Brown on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Jorge Sandrini on A Zero Budget Customer Advisory Board
Tondin Banks on A Zero Budget Customer Advisory Board
Christine on A Zero Budget Customer Advisory Board
Giff Constable on A Zero Budget Customer Advisory Board
Dennis Shiao on A Zero Budget Customer Advisory Board
Mark Charles on Marketing, Lying and the iPhone 4
Tim Johnson on A Zero Budget Customer Advisory Board
Kenneth Cheung on A Zero Budget Customer Advisory Board
Alexander Blom on A Zero Budget Customer Advisory Board
April Dunford on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Tim Johnson on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Peter on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Tim Johnson on A Zero Budget Customer Advisory Board
Pre-Launch Marketing for Stealthy Startups Internet Related Technologies Pre-Launch Marketing for Stealthy Startups on Pre-Launch Marketing for Stealthy Startups
aprildunford on Vertical Marketing 101
aprildunford on Twitter: Is Marketing Doing it Wrong?
Michael R.H.Stewart on Vertical Marketing 101
Michael Stewart on Vertical Marketing 101
Steve Robins on Vertical Marketing 101
i2i-management.com on 5 Reasons to Stop Exhibiting at Trade Shows
Steve Robins on Vertical Marketing 101
Ricky Yean on Twitter: Is Marketing Doing it Wrong?
Michael Dundas on Marketing, Lying and the iPhone 4
danimkelly on Vertical Marketing 101
Rick O'Connor on Marketing, Lying and the iPhone 4
Roger Beharry Lall on Marketing, Lying and the iPhone 4
Kenneth Cheung on Marketing, Lying and the iPhone 4
Julie Hunt on Marketing, Lying and the iPhone 4
Produktmanager Blog on Marketing, Lying and the iPhone 4
April Dunford on Marketing, Lying and the iPhone 4
Tim Johnson on Marketing, Lying and the iPhone 4
Jan Schwartz on Marketing, Lying and the iPhone 4
Therese on Marketing, Lying and the iPhone 4
trevornewell on Marketing, Lying and the iPhone 4
aprildunford on Marketing, Lying and the iPhone 4
Eric Portelance on Marketing, Lying and the iPhone 4
Stacy Shade on Marketing, Lying and the iPhone 4
Michael Mahoney on Marketing, Lying and the iPhone 4
April Dunford on Marketing, Lying and the iPhone 4
aprildunford on Marketing, Lying and the iPhone 4
aprildunford on Marketing, Lying and the iPhone 4
aprildunford on Marketing, Lying and the iPhone 4
aprildunford on Marketing, Lying and the iPhone 4
Andreas on Marketing, Lying and the iPhone 4
Tim Johnson on Marketing, Lying and the iPhone 4
Darryl Praill on Marketing, Lying and the iPhone 4
Eric Portelance on Marketing, Lying and the iPhone 4
Sam Leung on Marketing, Lying and the iPhone 4
Mike Weisbart on Marketing, Lying and the iPhone 4
Scott R Lewis on Marketing, Lying and the iPhone 4
Sales Enablement reading list – July 12, 2010 « Sales Enablement in a Sales 2.0 world on Vertical Marketing 101
aprildunford on Selling vs. Buying: A Marketing Wake-up Call
phil melnik on Selling vs. Buying: A Marketing Wake-up Call
Hana Abaza on Influencers Suck
thewebchef on Vertical Marketing 101
Dalia on Product Marketing & Social Media Skills: Talk is Cheap
Achim von Montigny on Vertical Marketing 101
ProductPastiche on How Do CMOs Define Product Marketing?
Marie Lefebvre on Vertical Marketing 101
Holger Schulze on Vertical Marketing 101
Dana DiTomaso on Vertical Marketing 101
Paul Krajewski on Vertical Marketing 101
Casey Hibbard on Vertical Marketing 101
Lincoln Murphy on Vertical Marketing 101
Robert Lesser on Vertical Marketing 101
Robert Lesser on Vertical Marketing 101
GarrettFrench on Vertical Marketing 101
Linda Ockwell-Jenner on Vertical Marketing 101
April Dunford on Vertical Marketing 101
Thomas Lassandro on Vertical Marketing 101
SVA-BizSphere AG on Vertical Marketing 101
bwat on Vertical Marketing 101
Lino Petelinkar on Vertical Marketing 101
Tamara Schenk on Vertical Marketing 101
Juliann Grant on Vertical Marketing 101
mbertulli on Vertical Marketing 101
David Crow on Vertical Marketing 101
Tim Johnson on Vertical Marketing 101
Mike Boudreaux on Vertical Marketing 101
aprildunford on Vertical Marketing 101
Faisal Q on Vertical Marketing 101
Robert Lesser on Vertical Marketing 101
Alistair J Morton on Vertical Marketing 101
Digital Cement on Vertical Marketing 101
Stephanie Tilton on Vertical Marketing 101
aprildunford on Vertical Marketing 101
Paul Bevan on Vertical Marketing 101
April Dunford on Vertical Marketing 101
aprildunford on Vertical Marketing 101
Marketing Guy on Vertical Marketing 101
Tim Johnson on Vertical Marketing 101
aprildunford on Vertical Marketing 101
StartupNorth on Vertical Marketing 101
Tim Johnson on Vertical Marketing 101
ProductCamp Chicago on Vertical Marketing 101
aprildunford on Vertical Marketing 101
Alex Nimson on Vertical Marketing 101
April Dunford on Vertical Marketing 101
A New Marketing Framework | Rocket Watcher Product Marketing for Startups on The Importance of Storytelling in Marketing
A New Marketing Framework | Rocket Watcher Product Marketing for Startups on What’s Market Strategy and Why Should you Care?
Selling vs. Buying: A Marketing Wake-up Call | Rocket Watcher Product Marketing for Startups on 6 Steps to Better Content Marketing
Sweta Patel on Influencers Suck
Content Formula on Influencers Suck
camiloolea on Influencers Suck
frank goertzen on Your Startup Needs a Website (even if your product isn’t ready yet)
Karri Carlson on Influencers Suck
cindyalvarez on Your Startup Needs a Website (even if your product isn’t ready yet)
ubervu on Influencers Suck
Mike Damphousse on Influencers Suck
Joseph Burchett on Influencers Suck
Brand Narrative on Influencers Suck
aprildunford on Influencers Suck
aprildunford on Influencers Suck
Dukky on Influencers Suck
Kate the Great on Influencers Suck
Katherine M. Gordon on Influencers Suck
Megan Leap on Influencers Suck
Briana Malmstrom on Influencers Suck
ALBERTO MARQUEZ on Influencers Suck
Sharon Mostyn on Influencers Suck
CB Whittemore on Influencers Suck
Guillermo Idanez on Influencers Suck
Kat Gordon on Influencers Suck
Michael E. Rubin on Influencers Suck
Briana Malmstrom on Influencers Suck
Briana Malmstrom on Influencers Suck
Bill Conn on Influencers Suck
Ann Handley on Influencers Suck
JasonBall_GoodPeople on Your Startup Needs a Website (even if your product isn’t ready yet)
aprildunford on Influencers Suck
laura on Your Startup Needs a Website (even if your product isn’t ready yet)
laura moreno on Your Startup Needs a Website (even if your product isn’t ready yet)
Andrew Keats on Your Startup Needs a Website (even if your product isn’t ready yet)
squidge on Your Startup Needs a Website (even if your product isn’t ready yet)
Jamie Wallace on Influencers Suck
Justin Vincent on Your Startup Needs a Website (even if your product isn’t ready yet)
Jamie Lee Wallace on Influencers Suck
Tom Vanlerberghe on Influencers Suck
It’s all in the build-up on Influencers Suck
Marisa Corser on 7 Rules for Perfect Press Releases
Deva Sidhai on Influencers Suck
Chris Berger on 7 Rules for Perfect Press Releases
Breanna Hughes - It’s Not Just About Your Klout on Influencers Suck
Cheryl Hilpert on 7 Rules for Perfect Press Releases
Shanta R. Nathwani on Influencers Suck
Anne Deeter Gallaher on 7 Rules for Perfect Press Releases
FusionMktgPartners on 7 Rules for Perfect Press Releases
Christine Crandell on 7 Rules for Perfect Press Releases
Shane Lennon on Your Startup Needs a Website (even if your product isn’t ready yet)
Tech news (BOT) on Your Startup Needs a Website (even if your product isn’t ready yet)
Andrew Badera on Your Startup Needs a Website (even if your product isn’t ready yet)
John Bloebaum on Your Startup Needs a Website (even if your product isn’t ready yet)
Ram Vijapurapu on Your Startup Needs a Website (even if your product isn’t ready yet)
eBot on Your Startup Needs a Website (even if your product isn’t ready yet)
Hacker News on Your Startup Needs a Website (even if your product isn’t ready yet)
palakjain on Twitter: Is Marketing Doing it Wrong?
Betaspring on Your Startup Needs a Website (even if your product isn’t ready yet)
hkrnws on Your Startup Needs a Website (even if your product isn’t ready yet)
Brent Kobayashi on Influencers Suck
Angie Kramer on Influencers Suck
Jennifer Johnston on Influencers Suck
Jennifer Johnston on Influencers Suck
Jennifer Johnston on Influencers Suck
Anne-Sophie Robert on Influencers Suck
[Enikao] on Influencers Suck
Sales 2.0 Network on Influencers Suck
Ilya Bagrak on Influencers Suck
Aerin Guy on Product Marketing & Social Media Skills: Talk is Cheap
Philippe Ameline on Influencers Suck
Laura Klein on Influencers Suck
Serg Ivashkin on Influencers Suck
April Dunford on Influencers Suck
Johnny Jiang on Influencers Suck
Amanda Maksymiw on Influencers Suck
jeannie mcpherson on Influencers Suck
Chris Eh Young on Influencers Suck
Marcos Christensen on Influencers Suck
Fred on Influencers Suck
aprildunford on Influencers Suck
NICOLAS on Influencers Suck
Sandy Wakeling on Influencers Suck
Fred on Influencers Suck
Sean @ BE on Influencers Suck
Doreen Iannuzzi on Influencers Suck
jesusguevarauto on Influencers Suck
Laura Corvalán on Influencers Suck
Mariano Amartino on Influencers Suck
Ricardo Shuree on Influencers Suck
Rafael Pereira on Influencers Suck
SabrinaCote on Influencers Suck
Pedro Valente on Influencers Suck
Loic Le Meur on Influencers Suck
Barbara French on Influencers Suck
C Todd Lombardo on Influencers Suck
Ludvik + Partners on Influencers Suck
Craig Daitch on Influencers Suck
Aleksandra Stalmach on Influencers Suck
Mandy Kaur on Influencers Suck
Tim Johnson on Influencers Suck
aprildunford on Influencers Suck
Ajit Khubani on Influencers Suck
Randy Matheson on Influencers Suck
Tim Johnson on Influencers Suck
Joanne Haywood on How Do CMOs Define Product Marketing?
Nelson Pratt on Influencers Suck
William Myrhang on Influencers Suck
Derek Fine on Influencers Suck
Foundora on Influencers Suck
Sky McElroy on Influencers Suck
Penny Curtis on Influencers Suck
Lee Dale on Influencers Suck
mstory123 on Influencers Suck
J-J-Jason on Influencers Suck
Erin Bury on Influencers Suck
aprildunford on Influencers Suck
Brett Petersel on Influencers Suck
shariya on Influencers Suck
Rannie Turingan on Influencers Suck
Amrita Mathur on Influencers Suck
Produktmanager Blog on Influencers Suck
Chris on Influencers Suck
Hawley Dunbar on Influencers Suck
Tammy Nienaber on Influencers Suck
Hana Abaza on Influencers Suck
breanna hughes on Influencers Suck
James Howe on Influencers Suck
SoftCity on Influencers Suck
aprildunford on Influencers Suck
calliemiller on Influencers Suck
Jacki Yovanoff on Influencers Suck
Jas on Influencers Suck
Mark Kuznicki on Influencers Suck
Mr. Banning on Influencers Suck
Padmaja Nagarur on Influencers Suck
kerry morrison on Influencers Suck
Sandy Avvari on Influencers Suck
Rob Tyrie on Influencers Suck
cōjent. marketing on Influencers Suck
My Positive Change on Influencers Suck
Tim Johnson on Influencers Suck
Kevin Richard on Influencers Suck
Tim Johnson on Influencers Suck
The Social CMO on Influencers Suck
Marie Ainey on Influencers Suck
Joey Strawn on Influencers Suck
Adele McAlear on Influencers Suck
aprildunford on Influencers Suck
aprildunford on Influencers Suck
April Dunford on Influencers Suck
aprildunford on Influencers Suck
aprildunford on Influencers Suck
aprildunford on Influencers Suck
Danny Brown on Influencers Suck
Breanna Hughes on Influencers Suck
Benedict Lau on Influencers Suck
Saul Colt on Influencers Suck
Evelyn Chiu on Influencers Suck
Ryan Coleman on Influencers Suck
David Lifson on Influencers Suck
GJA communications on Influencers Suck
Shannon S on Influencers Suck
SarahPrevette on Influencers Suck
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Favorite Product Management Posts Jannuary 2010 | A Random Jog on Everything You Say Matters
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April Dunford on Follow. Forget. Fail. Why 3 Word Taglines Suck
April Dunford on Follow. Forget. Fail. Why 3 Word Taglines Suck
Rob Tyrie (www.nexj.com) on Follow. Forget. Fail. Why 3 Word Taglines Suck
John Stewart on Follow. Forget. Fail. Why 3 Word Taglines Suck
Keke Yuan on I’ll Take a Bold: The Starbucks Via Launch
April Dunford on Follow. Forget. Fail. Why 3 Word Taglines Suck
Jen Barron on Follow. Forget. Fail. Why 3 Word Taglines Suck
David Spinks on Follow. Forget. Fail. Why 3 Word Taglines Suck
Scribnia Spinks on Follow. Forget. Fail. Why 3 Word Taglines Suck
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PR - Product Mgmt. on Upcoming: MeshMarketing and ProductCamp
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April Dunford on Cloud Computing and Marketing Hype
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Peter Hanschke on I’ll Take a Bold: The Starbucks Via Launch
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April Dunford on Upcoming: MeshMarketing and ProductCamp
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Donna Papacosta on Upcoming: MeshMarketing and ProductCamp
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April Dunford on Upcoming: MeshMarketing and ProductCamp
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PR - Product Mgmt. on Spam is not Marketing
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April Dunford on Rocket Watcher a Top Product Management Blog
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Paul on Enterprise Software Pilots in a Social Age
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Paolo Bolpet on Spam is not Marketing
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Kevin Richard on Spam is not Marketing
Tim Johnson on The Elevator Rant: A Prelude to a Value Proposition
April Dunford on Spam is not Marketing
Geo Perdis on Spam is not Marketing
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April Dunford on Spam is not Marketing
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April Dunford on The Elevator Rant: A Prelude to a Value Proposition
Jason Miceli on The Elevator Rant: A Prelude to a Value Proposition
m_olschewski on Value Propositions 101
April Dunford on Rocket Watcher a Top Product Management Blog
April Dunford on Rocket Watcher a Top Product Management Blog
April Dunford on The Elevator Rant: A Prelude to a Value Proposition
Jennifer Doctor on The Elevator Rant: A Prelude to a Value Proposition
April Dunford on The Elevator Rant: A Prelude to a Value Proposition
April Dunford on The Elevator Rant: A Prelude to a Value Proposition
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Kent Huffman on Market Sizing for Startups – Get Real!
Scott Gilbert on Rocket Watcher a Top Product Management Blog
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Scott Gilbert on Rocket Watcher a Top Product Management Blog
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Adam Bullied on Market Sizing for Startups – Get Real!
Sana N Choudary on Market Sizing for Startups – Get Real!
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April Dunford on Market Sizing for Startups – Get Real!
April Dunford on Market Sizing for Startups – Get Real!
Prasanna on Market Sizing for Startups – Get Real!
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Lincoln Murphy on Market Sizing for Startups – Get Real!
Mara Krieps on Finding First Customers
Andreas Rudolph on Please take my Free for Free (really)
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Morten Emery on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
April Dunford on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
Andrew Cox on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
April Dunford on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
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David Crow on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
Kurt on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
April Dunford on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
April Dunford on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
April Dunford on Guy Kawasaki, Alltop and Why Twitter Makes me Cooler than You
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April Dunford on Google Chrome OS: Dissecting A Great Marketing Announcement
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Scott Sehlhorst on A Skeptic’s Guide to Social Media Press Releases
James from Babyspot.com on A Skeptic’s Guide to Social Media Press Releases
April on A Skeptic’s Guide to Social Media Press Releases
Suki Fuller on A Skeptic’s Guide to Social Media Press Releases
Trevor Stafford on 10 Reasons You Don’t Need a Product Brochure
April on Financial Services is Your Target Market. Are you Doomed?
rob tyrie on Financial Services is Your Target Market. Are you Doomed?
April on I Know Nothing About Product Naming (But That Doesn’t Stop Me from Doing It)
April on Guy Kawasaki, Alltop and Why Twitter Makes me Cooler than You
Frank Levert on Guy Kawasaki, Alltop and Why Twitter Makes me Cooler than You
Frank Levert on I Know Nothing About Product Naming (But That Doesn’t Stop Me from Doing It)
April on Guy Kawasaki, Alltop and Why Twitter Makes me Cooler than You
Guy Kawasaki on Guy Kawasaki, Alltop and Why Twitter Makes me Cooler than You
April on I Know Nothing About Product Naming (But That Doesn’t Stop Me from Doing It)
Saeed Khan on I Know Nothing About Product Naming (But That Doesn’t Stop Me from Doing It)
April on I Know Nothing About Product Naming (But That Doesn’t Stop Me from Doing It)
Christian Renaud on I Know Nothing About Product Naming (But That Doesn’t Stop Me from Doing It)
April Dunford on I Know Nothing About Product Naming (But That Doesn’t Stop Me from Doing It)
Rob Tyrie on Economic Downturn, Honesty in Communications and Steve Jobs’ Health
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April Dunford on 10 Reasons You Don’t Need a Product Brochure
April on Cloud Computing and Marketing Hype
Trevor Stafford on Cloud Computing and Marketing Hype
Big Swingin' Rick on 10 Rules for Running a Customer Advisory Council
April on Cloud Computing and Marketing Hype
Ubergeeken on Cloud Computing and Marketing Hype
Saeed Khan on 10 Rules for Running a Customer Advisory Council
April on Product Launches: Cuil vs. Chrome
Bilal Jaffery on Product Launches: Cuil vs. Chrome
April on Segmentation and Differentiation: What is This Thing Anyway?
Big Swingin Rick on Segmentation and Differentiation: What is This Thing Anyway?
April on The World Doesn’t Need Another Marketing Blog
Frank Levert on The World Doesn’t Need Another Marketing Blog
April on Working with Analysts is a Pain (but you Should do it Anyway)
Barbara French on Working with Analysts is a Pain (but you Should do it Anyway)
April on The World Doesn’t Need Another Marketing Blog
Frank Levert on The World Doesn’t Need Another Marketing Blog
April on Conferences are Dumb (and Wasteful)
Saeed Khan on Conferences are Dumb (and Wasteful)
Rob Tyrie on Conferences are Dumb (and Wasteful)
Suki Fuller on Working with Analysts is a Pain (but you Should do it Anyway)
April on The World Doesn’t Need Another Marketing Blog
Saeed Khan on The World Doesn’t Need Another Marketing Blog
Jeff Lowe on PR is Not Marketing and You Can’t Outsource Marketing
Bo on PR is Not Marketing and You Can’t Outsource Marketing
April on Product Launches: Cuil vs. Chrome
ds on Product Launches: Cuil vs. Chrome

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